I bought one before my CPU had even been delivered. Silly not to get one for a $1000 CPU you're going to void the warranty on the first day. I used the one I had for my 3930K which just suddenly died on me about 2 years in. It was as simple as calling them and telling them I killed my chip overclocking and here was my code. They overnighted me one and took a credit card to insure themselves while they waited for me to return the dead chip, which they also covered shipping on.
This plan makes me curious on what a chip like the 5960X actually costs them ? I'm sure they weight the tuning plan on how many people will buy one versus actually make a claim, but, I assume this means the straight cost of manufacturing on a chip like a 5960X is probably really low compared to its retail price ? The 5960X plan is only $35 for 3 years of coverage, it's a no-brainer.